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Differentiate or die 021014

A presentation about Differentiation and Positioning and how important are these concepts in Business.

GianLucaCioletti
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Differentiate or die 021014

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  1. Differentiate or Die! Differentiation and Positioning

  2. Who am I - originally from Florence, Tuscany (Italy) - living for 30 years in Finland - degree in Electronic Engineering (EVTEK) - degree in International Business and Marketing Management (FINTRA) - over 10 years in designing and developing hardware+software - over 20 years of international business experience - for the last 3 years a business angel and angel investor - strategic and visionary thinker - believer in true Leadership - customer and results oriented - human being more about me on www.linkedin.com/in/gianlucacioletti www.facebook.com/gianlucacioletti www.twitter.com/lucacioletti

  3. Some wisdom….. Know your enemy and know yourself and you can fight a hundred battles without disaster – Sun Tzu, The Art of The War (544 - 496 BC) It is not the strongest of the species that survive, nor the most intelligent, but rather the one most adaptable to change - Charles Darwin (1809 – 1882)

  4. Some more wisdom….. If we are to achieve results never before accomplished, we must employ methods never before attempted – Sir Francis Bacon (1561 - 1626) Digital Darwinism is the evolution of consumer behaviour when society and technology evolve faster than your ability to adapt – Brian Solis (1970 – )

  5. Some books….. Jack Trout - Differentiate Or Die Michael E. Porter - Competitive Strategy Philip Kotler, Kevin Keller – Marketing Management Robert M. Grant - Contemporary Strategy Analysis Jack Trout, Steve Rivkin - The New Positioning

  6. Differentiation and Positioning Kotler defines Differentiation as the process of adding meaningful and valued differences to distinguish the company’s offering from the competition. Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market.

  7. Why and from what we have to differentiate ourselves ….. what about the customers?

  8. Differentiation Strategies Differentiate the products / services in some way in order to compete successfully. A differentiation strategy is appropriate where the target customer segment is not price-sensitive, the market is competitive or saturated, customers have very specific needs which are possibly under-served, and the firm has unique resources and capabilities which enable it to satisfy these needs in ways that are difficult to copy. Successful differentiation is displayed when a company accomplishes either a premium price for the product or service, increased revenue per unit, or the consumers' loyalty to purchase the company's product or service (brand loyalty). Differentiation drives profitability when the added price of the product outweighs the added expense to acquire the product or service but is ineffective when its uniqueness is easily replicated by its competitors. Successful brand management also results in perceived uniqueness even when the physical product is the same as competitors.

  9. Differentiation Strategies Trout and Rivkin proposed specific differentiation strategies common to offline and online businesses: - Being the first to enter the market. - Owning a product attribute in the mind of the consumer. - Demonstrating product leadership. - Utilizing an impressive company history or heritage. - Supporting and demonstrating the differentiating idea. - Communicating the difference.

  10. Differentiation Dimensions A company can differentiate along 5 dimensions:  Product Differentiation may include: Product form, Features, Performance, Conformance, Durability, Reliability, Reparability, Style, Design, Ordering ease, Delivery, Installation, Customer training, Customer consulting, Maintenance  Service Differentiation may include: Delivery, Availability, Flexibility, Versatility  Personnel   Differentiation is based on the company’s personnel as leadership, CEO, Flexibility  Channel Differentiation is based on the used channel (usually delivery channel)  Image Branding   

  11. Bases and Strategies for Positioning Product or service attribute May include features such as size, color, ingredients, speed, etc. Technology positioning Positioning on the basis of technology shows that a company / product is on the cutting edge. Benefit positioning Benefit positioning is generally a stronger basis for positioning because it answers the consumer question: What will this product / service do for me? User category User category positioning relies on customer segments. Competitor positioning  Many companies position by benefits that provide advantages over their competitors. Integrator positioning Integrators provide everything a consumer needs in a particular product category, industry, or even in general. Where consumers want convenience and one-stop shopping.           

  12. Repositioning Strategies Repositioning is the process of creating a new or modified brand, company, or product position. A company may enhance or modify a position, based on market feedback.

  13. Some links………. http://www.slideshare.net/dednie/differentiate-or-die-20495380 http://www.slideshare.net/bright9977/25-brand-lessons-from-jack-trout-7266739 http://www.slideshare.net/jaydip321/marketing-management-13e-philip-kotler-ppt-ch-10 http://www.slideshare.net/amandinevermeulen/marketing-management-kotler-keller?qid=0d0a9216-1ea3-41e3-88d6-ed35e08617ec&v=qf1&b=&from_search=2 http://www.slideshare.net/engemar/kotler-mm14-ch02dppt?qid=0d0a9216-1ea3-41e3-88d6-ed35e08617ec&v=qf1&b=&from_search=11 http://www.slideshare.net/Annie05/differentiation-and-positioning-strategies-presentation http://www.slideshare.net/Jack78/kotler-keller-02?qid=d3de113c-2244-4ae3-87a3-e56af2e8fd22&v=qf1&b=&from_search=3 http://www.slideshare.net/danielbatistagalvao/philip-kotler-marketing-insights-from-a-to-z-26874769?qid=0a39dd2b-faa3-445a-8c87-598e61c02acb&v=default&b=&from_search=5 http://www.quickmba.com/strategy/generic.shtml http://nraomtr.blogspot.fi/2011/11/marketing-strategy-differentiating-and.html http://en.wikipedia.org/wiki/Porter's_generic_strategies http://smallbusiness.chron.com/examples-differentiation-strategies-11755.html http://www.polarismr.com/Portals/58820/docs/PolarisMR_Brand_Positioning.pdf http://www.emarketing.net.cn/upload/file/2009/01/22/181232619923738.pdf http://2012books.lardbucket.org/books/modern-management-of-small-businesses/s11-04-differentiation-and-positionin.html http://www.artofpositioning.com/wp-content/uploads/2013/04/Fine-Art-Of-Positioning.pdf http://www.slideshare.net/panditvidur/product-differentiation-7303192 http://www.cabrillo.edu/~dambrosini/50Web/classsessions/session16positioning.htm

  14. Thanks! Gian-Luca Cioletti Helping people and companies to grow! luca@moblasted.com +358 50 342 3554

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